Caws Cymreig: Mini Cheddars roll out new Welsh language-branded flavour

Mini Cheddars have rolled out a new Welsh language-branded flavour of the snack.

Dragon’s Breath Chilli Cheddar will appear under the label ‘Cheddars Bach’ – a Welsh translation of ‘Mini Cheddars’.

It is part of a trio of new Mini Cheddars flavours representing different parts of the British Isles.

The flavours – Ploughman’s Cheshire Cheese, Dragon’s Breath Chilli Cheddar, and Strathdon Blue Cheese – were designed to “spotlight” different cheeses from England, Scotland and Wales, it said.

”From the pickly taste of ploughman’s and the sharp twang of blue cheese, all the way up to the heat of chilli cheddar, there’s an option to suit all tastebuds,” a spokesperson from Pladis, who make the foodstuff, said.

The brand has also played with its logo, swapping ‘Mini Cheddars’ for ‘Wee Cheddars’ and ‘Cheddars Bach’ respectively, to “clearly showcase the flavours’ regional roots”.

The new flavours are part of a major push to lure younger shoppers aged 25-45 to the brand, according to the Grocer. The new flavours hit Tesco stories this week.

“Not only has our flavour innovation worked wonders for the category in terms of fuelling growth, it has enabled us to build on and diversify our core portfolio by adding permanent SKUs to our range,” said Pladis marketing controller Christopher Owen.